spoke to them and spaces for male-centric
activities were important in setting up the
layout for the space.”
Helping guys feel comfortable in the
new space is rich and industrial material-
ity: charred and clear oak, blackened and
powdercoated steel, wire and acid-etched
glass, and concrete flooring.
To accommodate male-centric activities,
the team imagined how the entire space
could be used. “How does the store transform itself from a retail space to a studio to
a hangout space? Can it do all these things
while still looking like a retail space?” Rudy
recalls asking. “We wound up making it into
a community hub for guys offering general
activities and more social events” rather
than offering a dedicated studio space.
A community table doubling as the cashwrap offers charging stations and a beverage cooler. Special events, some after hours,
turn the store into a community resource,
thanks to the flexible layout.
“The fixtures, racks, and some design
elements within the store are mobile so
the retail floor can be transformed to community space as needed,” explains Aaron
Rosensweet, Lululemon store of the future
Over the community table and at the
front window, discreet projectors can show
brand and event footage 24/7, enhancing
the community hub image to both customers and passersby.
The mix of custom freestanding pieces and
found/upcycled elements and components
have a masculine edge. A functioning trolley rail carries hanging product and allows
for various merchandising configurations.
Complementing rebar-styled floor fixtures
is casework of clear oak, a predominately
Early in the design process, Rudy
approached Amuneal Manufacturing
Corp. with the idea of working collaboratively to provide Lululemon with unique,
custom-fabricated fixtures that could fit
the brand’s vision for the new store.
“We dropped large, monolithic units into
the space to separate the sales area into
Materials such as charred and clear oak, blackened and powdercoated steel, wire and acid-etched glass, and concrete flooring appeal to the male
customer. A functioning trolley rail carries hanging product and allows for various merchandising configurations. Complementing rebar-styled floor
fixtures is casework of clear oak.
A community table doubling as the cashwrap
features a beverage cooler.